'Meet Kim' Campaign – Bayer Pharmaceuticals

The ‘Meet Kim’ campaign was designed to arrest health care professionals attention and refocus the contraceptive conversation around women’s lifestyle and choice.
Traditionally pharmaceutical advertising focused on product features, however this set of communications highlight the benefits associated with each contraceptive and encourages the health care professional to asses each patient based on their lifestyle and needs.
This is achieved with the personalised fonts and creation of female characters – each tied to a unique product with a unique benefit.
The campaign is based on the premise that when it comes to contraceptives, it’s her lifestyle and her choice.